Having closed the famous Spa and turned their focus to indulgent, well-being products, Sanctuary asked us to create a campaign that re-established them as the brand that exists to ‘Make Women Feel Wonderful’. In research, however, we discovered that UK women believe that brands and media are putting too much pressure on them to be perfect. And the result? - Millions of women feel as though they’re about to burnout. So we decided to challenge the increasing trend of female empowerment campaigns with a counter message: that success is not defined by busyness, by leaning-in and being a superwoman, it’s in stepping back every now and again, appreciating those moments and letting go.